Excess Return
E(RA) – Rf = bA(RM – Rf)
Suppose the investor utility is linear (increases proportionately with) in excess return and systematic risk.
Suppose the investor is choosing between stock A, with bA = 1, and stock B, with bB = 2.
Then, at equilibrium, using the familiar arguments about marginals, we will conclude that as A and B can be *freely substituted for each other, the excess return to B must be twice as much that of A, as the addition of B causes twice as much additional systematic risk.